They want to be directly part of the experience that these labels want to portray

The attitudes and habits of the millennial generation continue to grow in economic power and influence. Already the key drivers of the digital economy, millennials now represent more than 25 per cent of our global population and will form 75 per cent of global workforce by 2025.
Many reports focus on ? and to some degree stereotype ? this particular demographic group. However, like any other generation, millennials are made up of a broad a section of individuals separated by age, culture, religion, race, gender, sexual identity, occupation, spending power, personality type, attitudes and taste.
Nonetheless, millennials are inevitably marked to varying degrees by the social and political realities of their formative years, as well as by the cultural dominance of early-adopter peers (aka ?gen-narrators?) and social media ?power millennials? such as Gigi Hadid or Huda Kattan. As strategists, we have to look with both scepticism and insight into research on millennials to find the key underlining deep trends. As millennials enter their prime spending years, these trends are strategically important for brands and retail businesses. The stakes are high for establishing a connection with the coming generation; a connection that could lead to a longer-term relationship and brand loyalty. This is much harder to achieve now than it was a generation previously, when brands could more easily align and co...